Algebra Bernays University students create a new campaign on responsible alcohol consumption

This year, the HUP Coordination of Spirits Producers, Traders and Distributors continues its efforts to promote responsible alcohol consumption among young people. In the third edition of the University project, the Coordination partnered with students from the Faculty of Economics and Business in Zagreb and Algebra Bernays University, who were tasked with developing a creative campaign targeting Generation Z.

The winning concept was created by Algebra Bernays University students Ela Marić, Tena Šusterić, and Ana Lanč, and their campaign, titled “Don’t be a zombie”, will launch in the autumn of 2025.

At the heart of the campaign is the metaphor of a zombie – a symbol of lost control, identity, and self-awareness – used to illustrate the behavioural effects of excessive alcohol consumption. Through witty and thoughtful messages such as “Don’t be a zombie. Use your head”, “Bring your brain to the party”, and “The fun lasts longer when you know when to stop”, the campaign encourages young people to recognise their own limits and make responsible decisions in social situations.

We are proud to be part of this project for the third year in a row and extend our congratulations to the team from Algebra Bernays University on their well-deserved win.